WTFN, one of Australia’s leading independent content groups, is continuing its push into the digital-first content by unveiling a new-look talent agency.
The company has announced that Empire Talent, initially established to represent TV talent, has been rebranded and relaunched as Radar Talent. In its new configuration, Radar Talent will sit within WTFN’s digital business Radar and will be focused on the representation and management of Australian and international content creators keen to grow their careers, especially on digital channels and platforms.
Driven in part by changing market demand, the move follows Empire’s strategy to add new names to its roster who are leading the way in creating content for their own digital platforms. Radar, which has just celebrated its second anniversary, currently creates and manages more than 30 digital channels and has around 12m followers.
At launch, Radar Talent will be home to a range of TV and digital talent including Aussie YouTuber Mathew McKenna. International names on the roster include WWE star Maven Huffman from the US and Dr Michael Says (pictured), the Scottish-born Dr. Michael Mrozinski, a TikTok creator known for debunking wellness myths.
Radar Talent’s lead agent, Kristen Mahar, said: “We are thrilled to launch this new business with such great talent onboard; however, Radar Talent is not solely about famous names or followers. We want to work with genuine experts in their field, like Dr. Michael, people who can bring their knowledge and credibility, as well as new audiences and fresh content. Working with our colleagues at Radar, we can shape help grow their digital presence and make sure everything is effectively monetised.
Mahar added: “The next stars will likely come from more niche sectors – anything from food and DIY to true crime or specific periods in history. For example, our young historian client, Michael Brady, runs the popular Oceanliner Designs channel on YouTube, which Radar manages. By working closely together, Radar Talent and Radar are supporting Michael, and we have already helped grow the channel to over 700,000 subscribers. It has also recently received two nominations in the Tellycast Digital Video Awards, including for Best Documentary Channel.”
WTFN chief commercial officer Derek Dyson added: “Our team at Radar is all about making digital channels commercially successful as they can be. We are bringing in significant revenue for our creator talent just in digital advertising income. Add in the fact that we have experienced sales teams who are looking to marry big brands with these channels plus an eCommerce division, and it’s a compelling proposition.”
Radar Talent is a full-service talent management business that manages all facets of its clients’ careers, including broadcast and TV opportunities, paid social media collaborations, major brand ambassador roles, speaking and emcee bookings, book publishing deals, merchandise, eCommerce sales and more.
